Is 2024 TikTok’s most challenging year yet?

Home > Marketing > Is 2024 TikTok’s most challenging year yet?

TikTok’s latest round of layoffs has proven that not even the popular entertainment app is safe in this seemingly uncertain social landscape.

The platform’s latest cuts, its first of 2024, impacted around 60 staff, most of which were from the app’s sales and advertising team, and appears to be the product of a cost-saving measure. That’s not necessarily a bad thing for a platform often considered bloated. But it does suggest holes in the integrity of the business.

While Meta’s CEO Mark Zuckerberg coined the phrase, “year of efficiency” for 2023, it looks like TikTok bought into a similar narrative.

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The original post is at Marketing Archives – Digiday

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